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Wrangler® Marks the Start of a New Generation of Cowboys

Wrangler®Western Wear – the iconic American denim brand and leading western apparel maker – announced today exciting updates to the fall Wrangler® 20X® collection, designed for today’s cowboy who wants to look great in and out of the arena.

Led by the launch of the new Competition Jean Style #01 – endorsed by the Professional Rodeo Cowboys Association (PRCA) – the Wrangler® 20X® collection sports the performance features required for extreme activities and the look desired for everything else – a combination that gives him confidence while he’s competing, performing, and just hanging out.

The Competition Jean will hit store shelves mid-September and offer a mid rise that sits at the waist; an extra relaxed seat and thigh for freedom of movement; heavy weight denim for added durability and strength; leg openings to fit over boots; and a cell phone pocket for convenience.

The Wrangler® 20X® collection is backed by a team of first-class competitive endorsees. From a world champion cowboy to a football player with giant stats, the latest class of Wrangler® 20X® endorsees is at the top of their game:

  • Kaycee Feild: PRCA world champion bareback rider and member of the Wrangler National Patriot Team raising awareness for American troops overseas, who wears his jeans on and off the dirt
  • Bear Pascoe: Professional football tight end for the New York Giants who wears Wrangler® 20X® jeans when he’s roping, and hanging out with friends and family
  • Silvano Alves: Professional Bull Riders world champion who represents the western lifestyle in the U.S. and abroad in his Wrangler® 20X® jeans
  • Austin Meier: Professional Bull Riders champion who requires durability and strength in every aspect of his life, including his jeans
  • Cody Johnson: Native Texan recording artist who puts his jeans through as much on the stage as cowboys do in the arena

“Wrangler 20X addresses the need of a new generation of cowboy who’s involved in the western way of life and the sport of rodeo in some way, even if he’s not a ProRodeo competitor,” said Robin Rich, senior marketing manager, Wrangler Western Wear. “We are thrilled to partner with this group of young, fresh faces who epitomize that active lifestyle.”

With a new label that celebrates the legacy of the Wrangler name, the collection’s rebranding will also be marked with a new logo, advertising campaign, in-store POS, and social media components. To access exclusive Wrangler® 20X® team content, find Wrangler Western on
Facebook at,
Twitter at,
YouTube at,
and for more from Wrangler, visit

This press release is presented without editing for your information. GRIT does not recommend, approve or endorse the products and/or services offered. You should use your own judgment and evaluate products and services carefully before deciding to purchase.